Friday was the release date for the product, which was first announced in September.

It's an all-screen phone with new features such as face identification and wireless charging, according to the Apple website. And for the first time, the iPhone has no "home" button that users find convenient.

At the Apple store at Coconut Point mall in Estero on Friday morning, customers waited patiently in a line that started at the front of the store and wrapped around the corner of the building.

Apple employees in navy blue shirts checked in customers with reservations and kept the line orderly and moving along.

Several people approached by the Naples Daily News said they had been waiting at the store since very early Friday. But every so often, a customer would exit the Apple store with the iconic white Apple bag in hand.

One customer was Mario Ovalles, 34, from Colombia, who was in Southwest Florida on business. Ovalles arrived at the Coconut Point store at 6 a.m. and waited about five hours to get two of the new iPhones.

"I like the size of the screen and the size of the phone," Ovalles said. "I always wanted a large screen."

It wasn't Ovalles' first time waiting in line for a new iPhone, but it was the first time he actually got his hands on the phone and the Apple store he was waiting at did not run out of stock.

"I've done this like three or four times and I had to come back the day after," he said.

Ovalles listened to music and talked to other people in line to pass the time at the Coconut Point store. As Ovalles put the two iPhones he purchased in his car, he prepared to return to the line to buy two more.

"This line is not bad at all," he said. "I've done this in Montreal when it's really cold."

A line also wrapped around the Apple store at Waterside Shops in North Naples on Friday afternoon.

The crowd, which was interspersed with Apple employees and mall security guards, waited patiently for the new phone. Some people brought camping chairs for their wait outside the store.

Ron Jonas, of Fort Myers, made reservations to pick up two of the new iPhones at Waterside Shops, but it wasn't his first iPhone X stop of the day.

His first reservation was at 10 a.m. at the Apple store in Coconut Point, where he bought two iPhone Xs. He then made the trip to Naples to pick up two additional phones at the Apple store in Waterside Shops.

"I woke up at 3 a.m. to reserve them, and I got here to pick them up early," Jonas said.

Jonas said one of the iPhone Xs he bought Friday will be his own and the other phones are for his adult children.

Jonas said he had to wait longer than expected for his phones at Waterside Shops, despite having a reservation, but he was still excited to get home and set up his new iPhone.

"I get every new Apple product when it comes out," he said. "I'm one of the faithful."

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As the doors to the Apple Store open a man yells to the lines of other customers at the Century City Mall in Los Angeles as they line up to purchase the new Apple Nov. 3, 2017.
Robert Hanashiro, USA TODAY

People queue up outside the Apple store on New York's Fifth Avenue to purchase the new Apple iPhone X in New York, New Nov.3 2017. Apple launched its news iPhone X 03 November marking the 10-year anniversary of the first ever iPhone. Apple's new iPhone X goes on sale in more than 55 countries.
Peter Foley, European Pressphoto Agency

Activists of the Association for the Taxation of financial Transactions and Citizen's Action (ATTAC) hold a sign reading "Apple pay your taxes" outside the Apple store during a protest against tax evasion on the release day of the new iPhone X in Aix-en-Provence, southern France Nov. 3, 2017.
Anne-Christine Poujoulat, AFP/Getty Images

The first buyer of an iPhone X, Mazen Kourouche, takes a selfie inside an Apple showroom in Sydney, Australia on Nov. 3, 2017. Apple's new iPhone X goes on sale in more than 55 countries and territories on Nov. 3.
Saeed Khan, AFP/Getty Images

A man holds an iPhone X, right, while comparing it to an older model of iPhone, after the iPhone X's worldwide release to the general public, inside the Apple Store in Sydney, Australia.
David Moir, EPA-EFE

The new iPhone X is on display at the Apple Store in the Omotesando shopping district in Tokyo, Japan on Nov. 3, 2017. More than 2,000 people lined up during the early morning hours in hopes to buy the new iPhone X.
Christopher Jue, EPA-EFE